Through a partnership with American Greetings, the brand created a sharable, customisable holiday card that easily tied Huggies’ charity program into mum’s holiday giving and sharing routine. Mum was able to put her own baby front and center on the card to share with friends and family, while also helping promote the Every Little Bottom charity, devoted to providing diapers to those in need.

Generated 7x more interaction than the average custom card (385,000)123K total sends resulted in a send rate of 26% - average send rates range from 5-10%Over 22 million diapers donated through the program in 2011.